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Melbourne, Australia

Price Attack franchise shares marketing secrets in Sydney

Australian Franchise News – 13-10-10


Securing customers for life isn’t an easy task however the secrets behind a successful campaign ran by hair care franchise Price Attack that saw a loyalty program go from zero to 300,000 in its first 12 months will be revealed at a two day conference in Sydney next month.
During the session titled ‘Achieving the holy grail of converting brand loyalty to brand advocacy’ Former Tourism Young Achiever Award and Finalist Young Australian of the Year for Regional Development Darren Gunton will deconstruct the marketing tactics used behind Price Attack’s CLUB PA loyalty program.
It may be 14 years after his career hit an all-time award high; however Tasmanian-born Darren Gunton has since built his highly impressive and credible list of accolades, including the rebranding of Australia’s longest standing hair care retail franchise Price Attack.
Darren, Marketing Manager at Price Attack for past five years, will discuss the importance of:
  • Establishing brand advocacy as a hallmark of success of your CEM strategy
  • Harnessing the enormous sales and marketing potential that comes through “fandom”
  • Finding your key influences and rewarding them
  • Evaluating the lifetime value of a customer: Are they: “worth their weight in gold”?
  • Creating an emotional bond that overcomes competitive prices and products.
Price Attack’s loyalty program has seen the basket size of member shoppers grow from $28 to $54 and with the next goal (to gain a further 900,000 members over the next 12 months) Price Attack is really looking forward to capitalise on the program’s success.
Darren tributes much of his marketing mastery to international marketing research, accredited industry readings, and general knowledge sharing between groups such as eMarketing Association Network, Australasian Multi-Channel Retailing Forum and the Australian Marketing Institute (AMI).
Past roles include: Marketing Manager at House (retail industry) February 2008 — November 2008, General Manager edg (leisure, travel & tourism industry) March 2002 — July 2005.
Price Attack was established in 1986, has 120 stores nationwide and reaffirms itself as the leader in professional hair retail and salon services.
Speakers also include Telstra, Harvey Norman, Spreets, Commonwealth Bank, South East Water, Ansell Healthcare and Coles Online.

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